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I've no problem with what Coles is doing in this instance.
People have a choice. In fact, they have plenty of choices.
1. Don't shop at Coles if you are that precious.
2. Don't buy chicken.
3. Buy the pea/chicken product that they are offering as an alternative.
4. STFU.
I heard the other day that plant based milks are predicted to outsell dairy by 2030.
Some burger chains in the US are selling “impossible meat” and I think you can get it here. Looks like beef mince, tastes like beef mince and bleeds (beetroot) red juice.
They are all plant based so really farmers are not missing out. They have to just diversify.
Edit: here you go